The Strategic Samaritan: How effectiveness and proximity affect corporate responses to external crises
This research examines how two dimensions of moral intensity involved in a corporation's external crisis response — magnitude of effectiveness and interpersonal proximity — influence observer perceptions of and behavioral intentions toward the corporation. Across three studies, effectiveness decreased negative perceptions and increased pro-organizational intentions via ethical judgment of the response. Moreover, the two dimensions interacted such that a response high in proximity but low in effectiveness led to more negative perceptions and to less pro-organizational intentions.